In-Depth SEO Recommendations for B2B Companies

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  • 1. In-Depth SEO:Recommendations for B2B CompaniesStrategies for staying one step ahead of the restToll: +1 (314) 627-1516Access Code: 689-292-010 @webmarketing123 #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Analysis. Details at end of webinar. #wm123 @webmarketing123
  • 3. Webinar Agenda1 Survey the Scene Understand the current search climate2 Develop a Winning Content & Marketing Strategy Follow content best practices to distinguish your voice3 Measure the Impact Attribute visitor activity & conversion rates to deals / losses #wm123 @webmarketing123
  • 4. Webinar Agenda1 Survey the Scene Understand the current search climate2 Develop a Winning Content & Marketing Strategy Follow content best practices to distinguish your voice3 Measure the Impact Attribute visitor activity & conversion rates to deals / losses #wm123 @webmarketing123
  • 5. 1 What Marketers Are Saying Over 500 B2B and B2C marketers indicated that SEO makes the biggest impact in achieving their digital marketing goals Source : Webmarketing123 2011 Digital Marketing Survey #wm123 @webmarketing123
  • 6. 1 Where Are You Ranking? Search engine use is growing rapidly Courtesy: SEOmoz #wm123 @webmarketing123
  • 7. 1 Where Are You Ranking? Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @webmarketing123
  • 8. 1 How Search Affects Your Bottom Line Search marketing aims to broaden and shorten the sales funnel - SEO: Broad/generic Problem RecognitionA Introducers keyword searches - Display advertising - Email marketing Information Search - Social media - Brand namesB Influencers - Remarketing Evaluation of Alternatives - Search advertising Purchase - Search marketing DecisionsC Closers - Model numbers - Branded terms Purchase #wm123 @webmarketing123
  • 9. 1 Create B2B Full Funnel Digital Visibility Understand the sales funnel and how to make it run smoother Introducer Influencer Influencer Closer Organic – Non Direct Branded Email Marketing Direct “Company“CRM Software” Name” Campaign “Bookmarked” #wm123 @webmarketing123
  • 10. 1 Why Digital Marketers Need This Full Funnel Digital Visibility #wm123 @webmarketing123
  • 11. 1 Is Your Site Attracting the Right Audience? Insight Tools: Capitalize on terms that drive the most qualified traffic #wm123 @webmarketing123
  • 12. 1 Select the Best Keywords with Insights Evaluate search trends by industry, brand, or demographic #wm123 @webmarketing123
  • 13. 1 Engage in a Competitive Keyword Analysis Turn to Google’s own data to discover the best keyword opportunities #wm123 @webmarketing123
  • 14. Webinar Agenda1 Survey the Scene Understand the current search climate2 Develop a Winning Content & Marketing Strategy Follow content best practices to distinguish your voice3 Measure the Impact Attribute visitor activity & conversion rates to deals / losses #wm123 @webmarketing123
  • 15. 2 Target Keywords To Each Page Develop a “mapping” document that targets 3-5 keywords per page #wm123 @webmarketing123
  • 16. 2 Create Content Silos Develop a thematic structure for search engine crawlsWhat needs to happen: Google needs to know how your pages fittogetherHow to accomplish:• Carefully structure internal linking• Create content silos• Establish crawling pathways through a clear navigation structure #wm123 @webmarketing123
  • 17. 2 Use Meta Content What is it? Main Elements Consist of: a) Page Title b) Description c) And sometimes… Keywords #wm123 @webmarketing123
  • 18. 2 Use Meta Content What is it? Main Elements Consist of: a) Page Title b) Description c) And sometimes… Keywords #wm123 @webmarketing123
  • 19. 2 Use Meta Content Facebook Groups: B2B Lead Gen Include descriptive keywords and phrases in page titlesKeywords in the First or Second Position of the Page Title Have the Highest Impact!
  • 20. 2 Reuse Important Content If you have good content, don’t stop refreshing it across your site!• Continue to churn out fresh content for search engine spiders• Add more content that includes your keyword phrases and is composed in a natural writing style• Work to engage your visitors in your products and services: • Blogs • Press Releases • Articles, Whitepapers, and More #wm123 @webmarketing123
  • 21. 2 Create Inbound Links Links from other highly relevant websites, back to yours #wm123 @webmarketing123
  • 22. 2 SEO is a Means to an End Why SEO matters 1 Keyword Rankings 2 Increased Traffic 3 Lead and Sales #wm123 @webmarketing123
  • 23. Webinar Agenda1 Survey the Scene Understand the current search climate2 Develop a Winning Content & Marketing Strategy Follow content best practices to distinguish your voice3 Measure the Impact Attribute visitor activity & conversion rates to deals / losses #wm123 @webmarketing123
  • 24. 3 View Ranking Improvement Monitor improvement of your keyword rankings against competitors #wm123 @webmarketing123
  • 25. 3 Use Analytics To Get the Best Reporting A few metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search What is our ratio of new vs. returning Evaluation of What are our visitors? Alternatives most popular webpages? Purchase How many Decisions people fill out our “Contact us” form? What is my Average Order Purchase Value (AOV)? #wm123 @webmarketing123
  • 26. 3 Track Organic Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @webmarketing123
  • 27. 3 Track Goal Conversions Ties SEO effectiveness to lead and sales flowSet up Goals • Define conversions for your business goals • Set your goal values • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content • Consider removing poor-performing keywords from your campaign • Observe where visitors abandon the goal path and analyze the data to determine why #wm123 @webmarketing123
  • 28. 3 Identify Successful Keywords Measure SEO effectiveness by identifying keywords that drove the best conversions and sales #wm123 @webmarketing123
  • 29. 3 Calculate Your Digital ROI Gauge your ROI by tying analytics & conversion data to closed dealsAllows for 360 tracking from initial keyword search to closed opportunity by uncovering data from Analytics and CRM into unified view. #wm123 @webmarketing123
  • 30. Key Takeaways• Identify the specific personality, perceptions, and needs of your customers through research of online trends and insights.• Develop a winning content and marketing strategy to distinguish your business’ presence online against your competition.• Measure the impact of your SEO efforts by defining which keywords drove the most business to your company and your annual revenue goals. #wm123 @webmarketing123
  • 31. Thank You!
  • 32. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @webmarketing123